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The decision session · 90 minutes · remote

A list of what doesn't matter.

And one thing to do on Monday.

London has about 15,000 streets. Nobody knows them all, and you still get where you need to go. Martech has about as many tools. The number isn't the problem. It's that nobody inside your company has the time, or the standing, to say which ones matter right now, and which ones you're allowed to ignore.

Book the session €1,500, fixed. Two to five of you.
  1. Replace the CDPnot now
  2. Pilot an AI agentnot now
  3. Consolidate the email toolsnot now
  4. Move to a composable stacknot now
  5. Run an RFPnot now
  6. Hire a Martech architectnot now
  7. Fix identity resolutionnot now
  8. Renegotiate the big renewalnot now
  9. Add a personalization enginenot now
  10. Clean up the tag managernot now
  11. Build the warehouse properlynot now
  12. Agree what counts as an active customerMonday
What a team brings in, and what's left after ninety minutes. Illustrative, but not by much.

Some of the teams I've done this work with.

  • Emirates
  • ITV
  • Carfax
  • Otrium
  • Faceland
  • Alula
  • Bennetts
  • DFDS
  • Specsavers

01 · Why teams stall

The problem isn't information.

You have access to more research, benchmarks, vendor comparisons and LinkedIn takes than any previous generation of Martech buyers. And yet most teams I work with are stalled. Not because they don't know enough. Because they can't turn what they know into a decision they'll actually stand behind.

Everything on the list looks urgent from the inside. Somebody from the outside has to say which of it can wait, and take the heat for saying it.

What arrived this quarter

  • An analyst quadrant
  • Three vendor demos
  • A benchmark report
  • Fourteen LinkedIn takes
  • A consultant's deck
  • Two peer dinners
  • A webinar on AI agents
  • The renewal quote
  • A competitor's case study
  • An internal wish list

What got decided

Nothing yet.
A typical quarter, in two columns. Illustrative.

02 · What it is

A 90-minute working session.

No slides to sit through. No framework to memorize. No vendor shortlist at the end. I've been in enough of those rooms to know what doesn't work.

Two to five of your stakeholders, me as facilitator, and a structured conversation designed to do one thing: surface what actually matters for your situation, and narrow it until you can act.

Remote by default. In person on request.

How the ninety minutes usually run

  1. 0–10 The list Everything you came in with, on the table.
  2. 10–35 The real problem Usually not the one on the agenda.
  3. 35–65 What can wait Item by item, with a reason for each.
  4. 65–85 One move And a name next to it.
  5. 85–90 The note What goes in writing.

03 · What you leave with

What you'll walk away with.

  1. A shared read of the real problem. Not the one you walked in with. The one you're actually dealing with.

  2. A clear list of what doesn't matter right now. This is the hardest thing to hear internally. It's why you're paying an outsider.

  3. One concrete next move. Not a roadmap. One thing you can do on Monday, with a name next to it.

  4. A one-page decision note, within two days. What was decided, what was ruled out and why, and the next move. It's the thing you forward to whoever wasn't in the room.

Specimen

Decision note · 90-minute session

Decided

Agree one definition of an active customer, owned by CRM, before any tool decision is made.

Ruled out for now, and why

  • Replacing the CDP. The problem sits upstream of it.
  • An AI agent pilot. Nothing agreed to point it at yet.
  • An RFP. Vendors would be answering a question you haven't agreed on.

Next move

Draft the definition. CRM lead, by Friday.

Look again

In six weeks, with the definition in hand.

Illustrative. Yours will name your own list.

04 · Price

€1,500, fixed.

That covers a short questionnaire before the session, the ninety minutes, and the decision note after it. No day rate, no hours to track, no follow-on proposal you didn't ask for.

If the real problem turns out to be between two teams

Sometimes the session shows that the decision isn't the hard part. The hard part is that marketing and data engineering build different things from the same brief. That's what Talking to Data Engineering is for. Book it within 60 days of the session and the €1,500 comes off the price of the day.

05 · Questions

What people ask before booking.

How much does the decision session cost?
€1,500, fixed. That covers a short questionnaire before the session, the ninety minutes, and the one-page decision note after it. Book Talking to Data Engineering within 60 days and the €1,500 comes off the price of the day.
Is it remote?
Remote by default, on a video call. In person on request.
Who should be in the room?
Two to five people: the ones who have to live with the decision, and at least one who can sign it off.
What do we get afterwards?
A one-page decision note within two days of the session: what was decided, what was ruled out and why, and the next move with a name next to it.
Will you recommend a vendor?
The session ends with a decision and one next move, not a vendor shortlist. If the next move is a vendor evaluation, the note will say so.
How do I book it?
Answer four short questions on this page and you get my calendar by email straight away. If you would rather talk first, there is a free 30-minute intro call.

06 · Start here

Book it, or talk first.

Book the session

Four questions. You get an email straight back with my calendar, and your answers are the questionnaire, so the ninety minutes go on the problem rather than on context.

Talk first

Thirty minutes, free. You tell me what's going on, I tell you honestly whether the session is the right step or whether you need something else.

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